As the product owner, you have a little more insight into the system. As your team asks you questions, feel free to share any of this information with them. Make them work a little bit.
They real way to make money is to have some kind of a per-transaction revenue stream. For example,
411 service, with GPS-based location recommendations
Hard to get restaurant reservations
Concert & Movie tickets
Finding stores with particular items in stock (e.g. a Wii)
Etc.
Of course, there should be some integration available with a drivers mobile phone
Traveler: Basic Service + trip planning (pre-paid, as opposed to per-transaction the basic service plan), Find a ride home with Ride Assist
Corporate: for rental agencies with equipped services - e.g. Hertz, a plan that offers a per-use fee plan. The driver can enable or disable it after renting a car.
GM OnStart® Competitor Product Owner
As the product owner, you have a little more insight into the system. As your team asks you questions, feel free to share any of this information with them. Make them work a little bit.